SOP â Cyber Monday 2015 Promotion
S.O.P. – Cyber Monday 2015 Promotion Cyber Monday - Limited Time Offer Save 40% On Your Stay Plus Free Breakfast RLH Contact: Jennifer Hatherley, Vice President, Digital Marketing [email protected] (510) 364-5648 Campaign Summary: The Cyber Monday Promotion is designed to drive bookings through Redlion.com on one of the busiest online holiday shopping day of the year through an exclusive Monday only limited time offer - Book on Cyber Monday, November 30, and save 40% plus get free breakfast on your next stay at any Hotel RL, Red Lion Hotels, Red Lion Inn & Suites, GuestHouse or Settle Inn. Ø Promotion messaging and advertising will start November 16th to drive awareness and early subscription for the offer. Ø Travelers can sign up early via email to receive the offer code by providing an email address through the limited time offer site. Ø Reservations must be booked using CYBER, RNR7, EX7, EXT7, BK7, HDS7, ON7 rate codes in order to receive the exclusive offer Ø Standard cancellation policy of 24 hours in advance Ø Booking date November 30, 2015 Ø Stay dates are from December 3, 2015 to February 29, 2016 Ø This offer is subject to availability, and can be terminated at any time. Ø Offer is only valid for stays at participating hotels, Red Lion Hotels, Red Lion Inn and Suites, Hotel RL, Guest House and Settle Inn. Ø The complimentary breakfast will include current breakfast buffet offering on property with two complimentary breakfasts awarded per day with children 6 and under eating free. Additional adults are $10.95 per day. Offer: Book your stay on Cyber Monday, November 30, 2015, and save 40% off Plus Free Breakfast at Red Lion Hotels on stays from December 3, 2015 to February 29, 2016.
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
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S.O.P. – Cyber Monday 2015 Promotion Objective: Incent travelers to book through Redlion.com by offering an exclusive room discount on one of the busiest online shopping days of the year, Cyber Monday, November 30, 2015. The promotion is designed to drive bookings and capture customers email addresses. Travelers can receive the offer code before December 1st by providing an email address when signing up via our email campaign. Hello Rewards members will have the added incentive of a surprise perk if they participate in the offer. Guest will be invited to sign up for Hello Rewards if they aren’t already members and earn a free stay faster when they book on Cyber Monday. Hello Rewards members who book on Cyber Monday will get the 40% off with breakfast, plus an extra stay credit. Hello Rewards members earn a free stay every 7 stays. 1. Increase bookings 2. Grow brand awareness, create buzz to drive into the Winter Campaign 3. Expand customer acquisition, Hello Rewards membership & Loyalty member delight Promotional Media: The Cyber Monday promotion will have extensive digital marketing efforts behind it. In order to offset the marketing fees there will be a 10% enhanced reservation fee billed back to the hotels based on net consumed bookings through Redlion.com under the rate codes CYBER and RNR7. OTA rate codes are EX7, EXT7, BK7, HDS7, ON7 Ø Ø Ø Ø Ø Ø Ø Ø Ø Ø Ø
SEM GDN Paid Media Retargeting Promo tile on redlion.com and property pages Email (Hello Rewards members, offer subscribers) Email Reminder to offer subscribers and Hello Rewards Members Share offer email feature, notify friends and family with offer details Facebook posts Twitter posts Promotion mini-site
Target Audiences: • • •
Leisure, Holiday, and Weekend Travelers Business Travelers OTA Customers
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 2
S.O.P. – Cyber Monday 2015 Promotion
Rate/Promo Code: Room discount – 40% Off Plus Free Breakfast (Both Redlion.com and OTAs) • Rate/Promo codes OTAs will reside in rate category Promo1 category with CYBER, RNR7 for Hello Rewards • OTA rate codes: EX7, EXT7,BK7, HDS7, ON7 • Min LOS – N/A • Rate set - 40% off DAILY • Breakfast package element, if applicable, is set to 2 adult rate Booking Channels: • • •
Redlion.com OTAs: Booking.com, Expedia.com, Hotels.com, Orbitz.com, Travelocity.com and Priceline.com (non-opaque) Call Center using unique phone number for tracking.
Managing offer availability: •
The CYBER, RNR7 rate codes and OTA Rate Codes EX7, EXT7, BK7, HDS7, ON7 are only bookable on November 30, 2015. This offer is subject to availability, and can be terminated at any time.
Night Audit Procedures: Night audit will run the package forecast details report for restaurant staff nightly. This report will be used to qualify customers that receive complimentary breakfast buffet under the following promotion codes: CYBER, RNR7, EX7, EXT7, BK7, HDS7, ON7 Please see report instructions below.
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 3
S.O.P. – Cyber Monday 2015 Promotion
•
From the home screen select Miscellaneous then select Reports
•
Type Package Forecast in the report field and then select Package Forecast. Select OK
•
Choose BRKFST in Package Forecast Group
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 4
S.O.P. – Cyber Monday 2015 Promotion
•
Select Print.
•
This is the report that will be given to the F&B department.
Restaurant Procedures: Restaurant staff will use the package forecast report from night audit to qualify the customers receiving complimentary breakfast buffet under the fall campaign. Qualifying rate codes include: CYBER, RNR7, EX7, EXT7, BK7, HDS7, ON7.
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 5
S.O.P. – Cyber Monday 2015 Promotion Check-In Procedures: • There are no special Check-In procedures Check-Out Procedures: • There are no special Check-out procedures Lobby Poster:
A lobby poster will be provided communicating the campaign theme and promotion, distributed by Field Marketing Account Directors. An invoice of $50 each will be sent to each hotel following the shipment of posters ordered. Please contact your Field Marketing Director for any questions and to coordinate the ordering of the quantity of posters needed. Additional Terms & Conditions: Ø Ø Ø Ø Ø Ø Ø Ø Ø
Standard cancellation policy of 24 hours in advance. Guests must book using rate code CYBER, RNR7, EX7, EXT7, BK7,HDS7,ON7. Booking is available November 30, 2015 only. Stay dates are from December 3, 2015 to February 29, 2016. Red Lion Hotels Corporation reserves the right to amend, revise, supplement, suspend or discontinue this promotional offer at any time in its sole discretion and without prior notice. This offer is subject to availability, and can be terminated at any time. Offer is only valid for stays at participating hotels. May not be used in conjunction with any other promotion or discount Cyber Monday promotional offer does not apply to the following rate types: (1) Rates that are not publicly available, such has negotiated corporate or group rates; (2) Discount rates offered only to members of groups or individuals who meet previously-specified criteria, including but not limited to AAA members, Seniors, and government employees; (3) Package rates that include the room and other components such as travel, car rental, entertainment and/or non-breakfast meals; (4) Rates negotiated for stays extending beyond 30-nights; (5) Rates that are available on auction websites; and (6) Rates available on opaque websites, such as Priceline and Hotwire, that do not disclose the hotel brand until the reservation is complete.
RLHC Contact: Jennifer Hatherley, Vice President, Digital Marketing [email protected] (510) 364-5648
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 6
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 1
S.O.P. – Cyber Monday 2015 Promotion Objective: Incent travelers to book through Redlion.com by offering an exclusive room discount on one of the busiest online shopping days of the year, Cyber Monday, November 30, 2015. The promotion is designed to drive bookings and capture customers email addresses. Travelers can receive the offer code before December 1st by providing an email address when signing up via our email campaign. Hello Rewards members will have the added incentive of a surprise perk if they participate in the offer. Guest will be invited to sign up for Hello Rewards if they aren’t already members and earn a free stay faster when they book on Cyber Monday. Hello Rewards members who book on Cyber Monday will get the 40% off with breakfast, plus an extra stay credit. Hello Rewards members earn a free stay every 7 stays. 1. Increase bookings 2. Grow brand awareness, create buzz to drive into the Winter Campaign 3. Expand customer acquisition, Hello Rewards membership & Loyalty member delight Promotional Media: The Cyber Monday promotion will have extensive digital marketing efforts behind it. In order to offset the marketing fees there will be a 10% enhanced reservation fee billed back to the hotels based on net consumed bookings through Redlion.com under the rate codes CYBER and RNR7. OTA rate codes are EX7, EXT7, BK7, HDS7, ON7 Ø Ø Ø Ø Ø Ø Ø Ø Ø Ø Ø
SEM GDN Paid Media Retargeting Promo tile on redlion.com and property pages Email (Hello Rewards members, offer subscribers) Email Reminder to offer subscribers and Hello Rewards Members Share offer email feature, notify friends and family with offer details Facebook posts Twitter posts Promotion mini-site
Target Audiences: • • •
Leisure, Holiday, and Weekend Travelers Business Travelers OTA Customers
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 2
S.O.P. – Cyber Monday 2015 Promotion
Rate/Promo Code: Room discount – 40% Off Plus Free Breakfast (Both Redlion.com and OTAs) • Rate/Promo codes OTAs will reside in rate category Promo1 category with CYBER, RNR7 for Hello Rewards • OTA rate codes: EX7, EXT7,BK7, HDS7, ON7 • Min LOS – N/A • Rate set - 40% off DAILY • Breakfast package element, if applicable, is set to 2 adult rate Booking Channels: • • •
Redlion.com OTAs: Booking.com, Expedia.com, Hotels.com, Orbitz.com, Travelocity.com and Priceline.com (non-opaque) Call Center using unique phone number for tracking.
Managing offer availability: •
The CYBER, RNR7 rate codes and OTA Rate Codes EX7, EXT7, BK7, HDS7, ON7 are only bookable on November 30, 2015. This offer is subject to availability, and can be terminated at any time.
Night Audit Procedures: Night audit will run the package forecast details report for restaurant staff nightly. This report will be used to qualify customers that receive complimentary breakfast buffet under the following promotion codes: CYBER, RNR7, EX7, EXT7, BK7, HDS7, ON7 Please see report instructions below.
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 3
S.O.P. – Cyber Monday 2015 Promotion
•
From the home screen select Miscellaneous then select Reports
•
Type Package Forecast in the report field and then select Package Forecast. Select OK
•
Choose BRKFST in Package Forecast Group
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 4
S.O.P. – Cyber Monday 2015 Promotion
•
Select Print.
•
This is the report that will be given to the F&B department.
Restaurant Procedures: Restaurant staff will use the package forecast report from night audit to qualify the customers receiving complimentary breakfast buffet under the fall campaign. Qualifying rate codes include: CYBER, RNR7, EX7, EXT7, BK7, HDS7, ON7.
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
Page 5
S.O.P. – Cyber Monday 2015 Promotion Check-In Procedures: • There are no special Check-In procedures Check-Out Procedures: • There are no special Check-out procedures Lobby Poster:
A lobby poster will be provided communicating the campaign theme and promotion, distributed by Field Marketing Account Directors. An invoice of $50 each will be sent to each hotel following the shipment of posters ordered. Please contact your Field Marketing Director for any questions and to coordinate the ordering of the quantity of posters needed. Additional Terms & Conditions: Ø Ø Ø Ø Ø Ø Ø Ø Ø
Standard cancellation policy of 24 hours in advance. Guests must book using rate code CYBER, RNR7, EX7, EXT7, BK7,HDS7,ON7. Booking is available November 30, 2015 only. Stay dates are from December 3, 2015 to February 29, 2016. Red Lion Hotels Corporation reserves the right to amend, revise, supplement, suspend or discontinue this promotional offer at any time in its sole discretion and without prior notice. This offer is subject to availability, and can be terminated at any time. Offer is only valid for stays at participating hotels. May not be used in conjunction with any other promotion or discount Cyber Monday promotional offer does not apply to the following rate types: (1) Rates that are not publicly available, such has negotiated corporate or group rates; (2) Discount rates offered only to members of groups or individuals who meet previously-specified criteria, including but not limited to AAA members, Seniors, and government employees; (3) Package rates that include the room and other components such as travel, car rental, entertainment and/or non-breakfast meals; (4) Rates negotiated for stays extending beyond 30-nights; (5) Rates that are available on auction websites; and (6) Rates available on opaque websites, such as Priceline and Hotwire, that do not disclose the hotel brand until the reservation is complete.
RLHC Contact: Jennifer Hatherley, Vice President, Digital Marketing [email protected] (510) 364-5648
Confidential © 2015. This document is proprietary and may not be disclosed without written consent
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